Aug 5-24: Head over to panelpicker.sxsw.com/vote for my talk: The True Cost of a Boring Brand.

Ever wondered why B2B buyers often seem to make emotional decisions—despite all that rational reputation? In this engaging episode, Ethan Decker welcomes Priscilla McKinney of Little Bird Marketing to the Cover Brand podcast for a deep-dive into cognitive science, branding strategy, and real-world marketing pitfalls for businesses.

Learn why market research firms often skip researching their own buyers, how to harness the “sunk cost fallacy” in your sales funnel, and why helping buyers “underthink” decisions is a branding superpower. Priscilla’s anthropological approach reveals practical steps for B2B marketers to remove friction, leverage loss aversion, and appeal to the true drivers behind purchase decisions. If you want to ensure your brand stands out, connects, and ultimately converts, this episode gives you the competitive advantage you’ve been searching for.

Optimize your B2B marketing and boost your brand’s effectiveness by tapping into the science of how real people make decisions.

Main Topics Covered

• Why market research firms often don’t research their own prospects—and how to fix it
• The disconnect between B2B logic and real buyer behavior
• Behavioral science principles every B2B marketer needs to know (loss aversion, sunk cost fallacy, commitment escalation)
• Helping your customers “underthink” their decisions and buy from you faster
• The power of testimonials, case studies, and quality in creating trust
• Emotional resonance, tribal belonging, and how lifestyle branding sways even business buyers
• Practical frameworks for reducing decision friction and making your brand irresistible

Links to Additional Resources

• Little Bird Marketing – Free Marketing Resources
• Priscilla McKinney on LinkedIn

If today’s episode sparked an aha moment or gave you practical steps to elevate your B2B branding, don’t keep it to yourself. Reach out to Priscilla or explore her free marketing resources to start implementing smarter, science-backed strategies in your own business. And if you’re serious about making your brand irresistible, check out other episodes and resources from Cover Brand and Applied Brand Science.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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